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Three Tips for Creating Shareable Content

July 10, 2013

Content has become a common word in the marketing space. With so many brands and small businesses marketing their products and services every second, how does one post stand out amongst the tidal waves of content on your consumers’ social graphs?

It comes down to consumer behavior. When a patient sees a graphic illusion or a really interesting blog, the next step available to them is to tell their world about this eye-grabbing post they saw. They share to generate a reaction, start a conversation, or even define themselves to others. Nowadays, telling the world is as simple as hitting the “share,” “retweet,” or “like” buttons. As soon as one person clicks one of these magical buttons, their network is filled in on what they think is worth checking out – a glimpse into who this “friend” really is. And then the domino effect kicks in when any number of those connections do the same thing.

How do you, as a small business owner, create shareable content? Here are three simple steps to keep in mind as you embark on this grand adventure.

1. What do your patients want to see? What interests them? Gauge the primary age group that frequents your office and tailor your marketing efforts towards them. If you don’t know the answers to these questions, just ask! Here is an example of a story about Google Glass that may interest your patients.

2. Show that “everyone else is doing it, too.” Consumers are more likely to buy a product or engage in an activity if they know they aren’t the only ones. This is especially effective if you have a special sale on sunglasses going on during the summer and you had a patient come in to get new ones with their prescription. Ask that patient if you can take a picture and post it to your social media sites to encourage others to take care of their eyes.

3. Everyone loves a good story, so share a simple story that would tug on a patient’s heartstrings. All of your patients, despite their age or life experiences, have that desire for emotional ties with other people. Typically, a story that allows the patients to share their own experiences in relation to yours will get people sharing because they want to know what their friends and family think as well. And within seconds, you’ve started an exponentially growing conversation piece.

The main takeaway is that creating shareable content is extremely important to the growth of your digital marketing campaigns. Without it, the waves of competing businesses will wash past you, bringing your patients to a different shore with a better view.